Improving customer service has become essential for many companies, given the new uses and needs of their customers. What innovative initiatives are companies implementing in response to this challenge? We outlined 3 key trends in this article : What future for customer relationship management?
We'd like to take you a step further, and to shed some light on the subject, our iQers share with you a selection of initiatives and companies identified among the finalists of the CX Awards 2022finalists, based on 4 themes.
Consumers' expectations of corporate customer services are evolving, and growing:
- 81% of consumers say that a good customer service experience increases the likelihood that they will make another purchase.
- 61% of consumers say they switch to the competition after just one bad customer service experience (+22% year-on-year) - source Customer Experience Trends 2022, Zendesk
Capitalize on customer knowledge to improve customer service
Several solutions highlighted at the CX Awards demonstrate the importance of harnessing customer knowledge to improve customer service:
Optimize the consolidation and provision of customer knowledge within the customer service department
The startup Mayday offers a platform for automatically centralizing all customer knowledge, reworking it into simple formats (articles, interactive diagnostics) and automatically redistributing it to all customer relations tools (ticketing, chat, etc.).
The benefits are many: faster responses from advisors, reduced reiteration rates, reduced training time for new recruits.
Industrialize customer interaction analysis to improve customer service
Cdiscount has implemented an AI-based solution from Sprinklr to analyze all its customer interactions (calls, social networks, soon marketplace).
In particular, it has enabled us to gain a better understanding of customer feelings, identify areas for improvement for each advisor, and identify malfunctions/problems reported by customers in a much more reactive way.
Develop self-care to provide immediate answers and optimize the activities of customer service advisors
The self-care trend is gaining momentum, as we already mentioned in this article (What kind of transformation for Customer Relations Centers?) in several of the companies shortlisted for the CX Awards 2022:
An intelligent chatbot to answer Internet users' questions
This is what KeepCool has done by implementing the solution proposed by TeamBrain. The bot set up on the KeepCool website is based on unsupervised machine learning, which learns from users' interactions to improve the answers offered.
The answers provided by employees and the bot also enrich an FAQ on the site, helping at the same time to optimize SEO. The result? Automatic answers are now provided for 99.97% of questions asked via the bot.
A callbot to guarantee customer service accessibility during peak periods
La Banque Postale presented its new Lucy callbot at the CX Awards. Lucy enables La Banque Postale to maintain high levels of accessibility at specific times (+30% of calls following the payment of social benefits).
Lucy is an embodied callbot: a specific voice has been developed in line with the company's DNA, and its flow is adapted when it detects a senior caller.
Develop the skills and responsibilities of customer service teams
With the development of self-care, advisors are naturally called upon to handle more complex requests, which means we need to support their development:
Give more responsibility to customer service teams
Two finalists in the CX Awards shared initiatives to empower customer-facing teams.
- Case 1 is that of Edenred: advisors dedicated to managing dissatisfaction are given greater latitude than other teams to respond to dissatisfaction. They are also involved in continuous improvement initiatives in collaboration with the Customer Experience Department.
- Also finalists in the awards, Fnac Darty & Intelcia have empowered their teams by implementing an agile organization. This enables employees to carry out different activities, both operational and managerial: taking calls, chats, planning, recruitment, quality control... Employees have both more responsibility and more latitude to improve customer satisfaction.
Adapting management and skills development methods to the needs of each employee
Caretocare offers a specialized software solution for customer relations center managers, enabling them to develop and evaluate their teams. Based on sociological principles, Caretocare identifies the managerial expectations of each customer advisor, and proposes personalized training or management plans, as well as operational management advice.
Build your customer service system using customer behavior as a starting point
Develop messaging and social networks
With consumers spending more and more time on their smartphones and social networks, Fnac Darty turned to a SaaS solution fromAlcméon to connect all social networks and messaging applications, and enable advisors to respond to customers across all these channels. The results:
- -70% fewer emails for messaging
- more than 9 out of 10 responses sent in under an hour.
Let the customer decide when messaging interactions end
With messaging interactions, the customer can restart the conversation at any time. But how do you know if the interaction is really over, and if the on-the-spot satisfaction survey can be sent?
Faced with this problem, ENGIE has set up an "intelligent end of conversation".
As soon as the advisor closes the conversation, an automatic message is sent to the customer asking if he or she still needs an advisor. If yes, the conversation is continued - if no, the satisfaction survey is sent. The customer now has the power to decide when to end an interaction.
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